For the launch of Endless Thread, a new podcast by WBUR and Reddit, my team at Greenough, in collaboration with WBUR and Reddit, developed a tailored media strategy to cultivate media interest and drive awareness of this unprecedented partnership in which WBUR producers Ben Brock Johnson and Amory Sivertson delve into Reddit’s boundless communities to explore some of the most compelling stories the internet has to offer, including revelations about shared experiences and powerful, personal stories.

Although podcasts are tremendously popular with consumers, there is a lot of competition among new podcasts and a small pool of media outlets and reporters covering the medium. Thus, our media strategy was developed to distinguish Endless Thread from the competition. We did this by focusing our attention on building momentum leading up to the launch by providing advance access to the producers and to the content. This included leveraging the Third Coast Festival by hosting a pre-launch event in which the podcast was previewed by select members of the media, drafting a press release and identifying specific media targets to conduct advanced outreach prior to the official announcement of the podcast, and conducting aggressive outreach and follow-up to a comprehensive list of media whose coverage areas span business, technology, media, podcasting and culture.